A história acerca da oferta (parte III)

Parte II.

"in a market, there is always a price to pay, and the price is not just about money down.
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Each person will trade off what they get vs. what they pay as they see fit.
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The key point for brands is that they need to make it very clear to their customers what the trade-offs are. Most don’t. They don’t carry storylines that explain why consumers are paying what they’re paying and why they’re getting what they pay for. They sell an aspiration – which of course is a key aspect of marketing – but it is an uninformed aspiration because they often don’t position price as an expectation indicator. They still see it, and treat it, just as a cost.
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Price, when it is talked about, should be the clear and present underwriter of the experience."

Mesmo numa relação B2B, esta abordagem faz sentido.
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Trechos retirados de "Why Price Establishes The Brand Experience"